From Start to Christmas
Jessica Beaque (DDB Canada/Toronto)
Ad Agency: Tribal DDB Toronto Creative Direction: Louis-Philippe Tremblay Associate Creative Director: Mara Binudin, Ian Mackenzie Art Direction: Kara Wark Copywriting: Tiffany Chung Design: Dev Dupta, Jean-Lou Renoux Illustration: Becca Clason, Lauren Hom, Jacquie Lee, Andrew Bannecker, Tad Carpenter, Eric Mortensen Technical Director: Joe Dee Developers: Paul Sham, Stephen Hobson, Brad Carson Managing Director: Andrew McCartney Business Unit Director: Kaezad Nallaseth Account Director: Nick Pigott Account Coordinator: Monica Bialobrzeski
We needed people to think of Canadian Tire as their one-stop-shop for all things Christmas – for the entire two months leading up to the big day. So we created a branded content platform with 25 fun and functional tips at its core, then released them to coincide with changing consumer behaviour throughout the season. Six illustrators and vibrant photography brought our content to life – and helped avoid visual fatigue over the program’s run.